Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
WITNESS uses video to open the eyes of the world          to human rights violations    Making Your Video Advocacy Success...
WHO ARE WE?1. Name2. Where you are from3. Advocacy work / experience                 WITNESS.org
WHAT ARE WE DOING?1. Learn WITNESS’ Video Advocacy Methodology2. Review (successful) case studies3. Filming safely and sec...
WITNESS: VIDEO FOR CHANGE 19 years 80 countries 300 partner organizations 1000’s of human rights defenders 4000 hours of a...
HARNESSING TECHNOLOGYFOR HUMAN RIGHTS EQUIPPING      cameras & tools EMPOWERING      training human rights     defenders...
TRAJECTORY OF VIDEO       WITNESS.org
THE GAME CHANGER…      WITNESS.org
TOOLS FOR A REASONJUST BECAUSE YOU CAN, DOESN’T MEAN YOU   SHOULD.                - My (most incredible) momTactics that o...
VIDEO ADVOCACYVideo advocacy is about effectively usingthe power of stories, visual evidence andpersonal testimony as part...
EXERCISEIn a group of three-four persons, share anexperience of video being used for human rightsadvocacy.Discuss together...
WITNESS’ TOP 51. Video made for a reason, not about something2. Video made for a specific audience3. Video with a clear an...
FOR WITNESS, VA IS NOT…• A substitute for other advocacy tools: reports,  mobiles, lobbying, etc.• Used primarily as a pub...
EXERCISEIn a group of three-four persons, use theexample of the film and your own experience todiscuss the strengths and l...
STRENGTHS                   LIMITATIONS/SHORTCOMINGS1)   Show or contextualize a     violation or its aftermath        1) ...
WITNESS.org
BREAK… WITNESS.org
LANDMARKS OF A VIDEO ADVOCACYSafety, Security & Consent CAMPAIGN1. Advocacy Goal2.   Target Audiences3.   Message4.   Stor...
The measure of success ischange on the ground – notsimply a video being made.          WITNESS.org
Video is the mediumAdvocacy is the purpose  Change is the goal.         WITNESS.org
STEP 1: SMART OBJECTIVES• Establish the purpose of  the video within broader  advocacy strategy• Set clear and specific  o...
GOAL: Stop violence   Pressure lawSMART          against sex workers   enforcement to adopt &OBJECTIVES                   ...
NOT Specific: Empower students to do environmental accountability research in BrazilSpecific: Provide technological suppor...
WHAT ARE SOMEEXAMPLE AUDIENCES FOR  ADVCOACY VIDEOS?        WITNESS.org
STEP 2: TARGET AUDIENCES• Who has an influence on your advocacy goal?  Who should be reached and persuaded?• What is their...
Storytelling puts the humaninto human rights.Story is at the heart of video …  without a compelling story,        your aud...
What… is visual storytelling for human rightsDEFINED: The strategic use of images,pictures, and sounds to tell stories tha...
How… can you Tell a Good Story, part 1, the philosophyAndy Goodman’s 10 Rules for Storytelling1.    Stories are about peop...
HOWThe 6 Guiding Principles of Story:1. VOICES: The people (or text) who tell the story2. STRUCTURE: The way in which your...
ESSENTIAL: CREDIBILITY– Emotional: The voices that speak to the viewer‟s  heart– Analytical: The voices that support the f...
STEP 3: STRATEGIC MESSAGES         Resonate & Compel• What are the 1-5 key facts / sentences / points  that will resonate ...
KEY QUESTIONS• What is the message you need to get to this  audience?• Are you educating, engaging or activating?• What st...
REVIEWING VIDEOS1. What is the Objective of the video?2. What is the Audience of the video?3. What is the Message of the v...
STEP 4: RIGHT STORY1. Condense your story to one sentence.2. How will you tell the story? Knowing your  audience you can n...
STEP 5: STRATEGIC DISTRO•   Who are your distribution allies?•   Timing: Is there a key premiere date?•   Sequencing: What...
NOT SO FAST…    WITNESS.org
WHO’S AT RISK HERE?       WITNESS.org
EGYPTWITNESS.org
IRANWITNESS.org
WITNESS.org
Gerdab website, Iran    WITNESS.org
WITNESS.org
WITNESS.org
Single                              PixelateAdjust   Option Menu                                  All                     ...
Similar to "still"mode, but worksacross timeline ofvideo using scrub orslider tool                       WITNESS.org
WITNESS.org
WITNESS.org
Upcoming SlideShare
Loading in …5
×

WITNESS Video Advocacy Methodology - Introduction

1,216 views

Published on

Introduction to WITNESS Video Advocacy Methodology

Published in: Education
  • Be the first to comment

WITNESS Video Advocacy Methodology - Introduction

  1. 1. WITNESS uses video to open the eyes of the world to human rights violations Making Your Video Advocacy Successful October 7, 2011 Chris Michael, WITNESS Video Advocacy Training Manager WITNESS.org
  2. 2. WHO ARE WE?1. Name2. Where you are from3. Advocacy work / experience WITNESS.org
  3. 3. WHAT ARE WE DOING?1. Learn WITNESS’ Video Advocacy Methodology2. Review (successful) case studies3. Filming safely and securely for change4. See innovative uses of video for change5. What’s next? WITNESS.org
  4. 4. WITNESS: VIDEO FOR CHANGE 19 years 80 countries 300 partner organizations 1000’s of human rights defenders 4000 hours of archived human rights footage WITNESS.org
  5. 5. HARNESSING TECHNOLOGYFOR HUMAN RIGHTS EQUIPPING  cameras & tools EMPOWERING  training human rights defenders ENABLING  growing P2P networks WITNESS.org
  6. 6. TRAJECTORY OF VIDEO WITNESS.org
  7. 7. THE GAME CHANGER… WITNESS.org
  8. 8. TOOLS FOR A REASONJUST BECAUSE YOU CAN, DOESN’T MEAN YOU SHOULD. - My (most incredible) momTactics that optimally support the advocacy.Tools that optimally support the tactic.All should both build and harness power - and be integrated. WITNESS.org
  9. 9. VIDEO ADVOCACYVideo advocacy is about effectively usingthe power of stories, visual evidence andpersonal testimony as part of a humanrights advocacy strategy to engage peopleto act and create change in human rightslaw, policy, practice and behavior. WITNESS.org
  10. 10. EXERCISEIn a group of three-four persons, share anexperience of video being used for human rightsadvocacy.Discuss together in the small group what madeit effective.After ten minutes, we’ll hear a sample of theexamples. WITNESS.org
  11. 11. WITNESS’ TOP 51. Video made for a reason, not about something2. Video made for a specific audience3. Video with a clear and doable request for action from the audience4. Video with a strong message and the best messengers to move the audience to action5. Video that can, and will, be seen by the audience WITNESS.org
  12. 12. FOR WITNESS, VA IS NOT…• A substitute for other advocacy tools: reports, mobiles, lobbying, etc.• Used primarily as a publicity, educational or training tool• Just for professional filmmakers or journalists or media experts• Necessarily dependent on strong graphic imagery for impact1/10/2012 WITNESS.org 11
  13. 13. EXERCISEIn a group of three-four persons, use theexample of the film and your own experience todiscuss the strengths and limitations of videobeing used for human rights advocacy.Note your ideas on post-its using no more than4-5 words – try to identify 3-4 advantages and3-4 limitationsAfter ten minutes, we’ll gather the post-its onthe wall and see what groupings emerge WITNESS.org
  14. 14. STRENGTHS LIMITATIONS/SHORTCOMINGS1) Show or contextualize a violation or its aftermath 1) Depends on access to places and people2) Put a face on human rights advocacy by telling a 2) Limitations in covering structural personal story issues3) Compress, contrast and 3) Weak for deep quantitative juxtapose situations analysis and complex procedural issues4) Use emotional power to communicate to an audience 4) Technological divide still exists and does not change/remove5) Detail specific cases or issues of representation, and incidents that are emblematic process can be less participatory of patterns during editing6) Be a democratic and participatory medium 5) Can jeopardize lives7) Serve as a shield Advocacy and Propaganda? 1/10/2012 WITNESS.org 13
  15. 15. WITNESS.org
  16. 16. BREAK… WITNESS.org
  17. 17. LANDMARKS OF A VIDEO ADVOCACYSafety, Security & Consent CAMPAIGN1. Advocacy Goal2. Target Audiences3. Message4. Story5. Distribution6. Archive7. Impact Evaluation WITNESS.org
  18. 18. The measure of success ischange on the ground – notsimply a video being made. WITNESS.org
  19. 19. Video is the mediumAdvocacy is the purpose Change is the goal. WITNESS.org
  20. 20. STEP 1: SMART OBJECTIVES• Establish the purpose of the video within broader advocacy strategy• Set clear and specific objectives for the video, specifying what they are, and how they can be achieved WITNESS.org
  21. 21. GOAL: Stop violence Pressure lawSMART against sex workers enforcement to adopt &OBJECTIVES enforce HOPS policy recommendations to curb violence against sex workers by August 2011.• Specific• Measurable• Achievable• Realistic• Time-bound WITNESS.org
  22. 22. NOT Specific: Empower students to do environmental accountability research in BrazilSpecific: Provide technological support to Brazilian film students to help documentcorporate violations of environmental laws in south and southeast Brazil and place thisevidence before national stakeholders including …NOT Measurable: The video screening should evoke more uplifting responses from thepublic.Measurable: The video screening will secure a 15% increase in participation in localcommunity dialogue in this location over the next six months.NOT Achievable: The video will make officials act to push for ratification of the KyotoProtocol.Achievable: During our advocacy briefing, we will provide a video report withaccompanying recommendations for interim steps to support the upcoming legislativedebate on ratification.NOT Realistic: Attendance at our video events will quadruple last year’s attendance.Realistic: We should aim for a 5% increase in attendance for this year’s video eventwhile maintaining our routine efforts.NOT Time-bound: We hope the anti-discrimination law passes as soon as possible.Time-bound: We aim to have the anti-discrimination law passed by August 1st, 2009. WITNESS.org
  23. 23. WHAT ARE SOMEEXAMPLE AUDIENCES FOR ADVCOACY VIDEOS? WITNESS.org
  24. 24. STEP 2: TARGET AUDIENCES• Who has an influence on your advocacy goal? Who should be reached and persuaded?• What is their perspective or attitude to the issue?• What is their level of awareness?• What is their level of knowledge?• Who are your secondary audiences who can pressure your primary audience? WITNESS.org
  25. 25. Storytelling puts the humaninto human rights.Story is at the heart of video … without a compelling story, your audience will not be moved to act. WITNESS.org
  26. 26. What… is visual storytelling for human rightsDEFINED: The strategic use of images,pictures, and sounds to tell stories that canpressure, shame, move or compel keyaudiences to take action that will protect,defend and uphold human rights.GOAL: The story inspires the action you wantfrom the audience. WITNESS.org
  27. 27. How… can you Tell a Good Story, part 1, the philosophyAndy Goodman’s 10 Rules for Storytelling1. Stories are about people2. Stories need to be fixed in time and space3. Stories speak the audience‟s language4. Stories stir up emotions5. Stories don‟t tell. They show.6. Stories have at least one “moment of truth”7. Stories have clear meaning8. The people in your story have to want something9. Let your characters speak for themselves10. Audiences bore easily so stories need challenges/obstacles WITNESS.org
  28. 28. HOWThe 6 Guiding Principles of Story:1. VOICES: The people (or text) who tell the story2. STRUCTURE: The way in which your film is organized or in other words, the backbone3. AUDIO/VISUAL ELEMENTS: What you hear and see on screen4. STYLE: What your films „looks & feels‟ like5. ETHICAL REPRESENTATION: How you honor a person‟s dignity and respect their privacy6. SPACE FOR ACTION: A concrete and specific act your audience can take to create change WITNESS.org
  29. 29. ESSENTIAL: CREDIBILITY– Emotional: The voices that speak to the viewer‟s heart– Analytical: The voices that support the facts– Ethical: The voices that must be included for ethical reasons and agency– Political: The voices your audience trusts and needs to hear from WITNESS.org
  30. 30. STEP 3: STRATEGIC MESSAGES Resonate & Compel• What are the 1-5 key facts / sentences / points that will resonate with your audience and thus must be in your documentary? WITNESS.org
  31. 31. KEY QUESTIONS• What is the message you need to get to this audience?• Are you educating, engaging or activating?• What story will be persuasive, compelling or motivating for this audience?• What voices is it important to have in the video in order to have political, ethical, analytical and emotional credibility and impact? WITNESS.org
  32. 32. REVIEWING VIDEOS1. What is the Objective of the video?2. What is the Audience of the video?3. What is the Message of the video?4. What is the Story of the video?5. What is the request for action? WITNESS.org
  33. 33. STEP 4: RIGHT STORY1. Condense your story to one sentence.2. How will you tell the story? Knowing your audience you can now choose: – Voices – who is included? who is excluded? – Style – MTV vs. News vs. ? – Structure – beginning -> middle -> end -> ACTION – A/V Elements – what sound and visuals are in it? – Length – driven by your primary audience(!) – Language – driven by your primary audience(!) – SPACE FOR ACTION – and clear request for it WITNESS.org
  34. 34. STEP 5: STRATEGIC DISTRO• Who are your distribution allies?• Timing: Is there a key premiere date?• Sequencing: What are your distribution opps?• Choosing the right “messenger” WITNESS.org
  35. 35. NOT SO FAST… WITNESS.org
  36. 36. WHO’S AT RISK HERE? WITNESS.org
  37. 37. EGYPTWITNESS.org
  38. 38. IRANWITNESS.org
  39. 39. WITNESS.org
  40. 40. Gerdab website, Iran WITNESS.org
  41. 41. WITNESS.org
  42. 42. WITNESS.org
  43. 43. Single PixelateAdjust Option Menu All Blur WITNESS.org
  44. 44. Similar to "still"mode, but worksacross timeline ofvideo using scrub orslider tool WITNESS.org
  45. 45. WITNESS.org
  46. 46. WITNESS.org

×